Simply Fish: swimming upstream

It is sink or swim in the restaurant business and the recently opened Simply Fish in Camden is certainly swimming in the right direction.

Serving fresh cuisine since September, the restaurant has experienced such rave reviews that it will soon be launching other venues in St Paul’s and Chiswick.

Restaurateurs are treated to the freshest of ingredients as Simply Fish has its very own merchants in Looe, Cornwall which catches and delivers fish on a daily basis. This, accompanied with a talented culinary team, means that pallets are regularly dazzled by the fishy flavours.

Mediterranean, Asian and Middle Eastern influences can all be found on a menu which gives diners a variety of options. Grey mullet, stone bass, sea bream, salmon, monkfish and cod can be pan fired, steamed, baked or battered and served in a sauce, depending on preference.

The shellfish menu continues the global theme with paella, Cornish crabs and grilled giant prawns. To complement the main menu a deli counter stocked with seaside favourites such as whelks, jellied eels and potted shrimps will also be open to customers.

For those not fans of fish however, fear not as a more meaty option can be found with the likes of prime matured rib eye steak, open lamb and beef burgers on offer. Selections of tasty sides are also available and customers can choose the classic chunky hand cut chips or adventure to the steamed jasmine rice, prepared with pak choy, ginger and garlic.

Simply Fish also has a selection of dishes that have been crafted by talented head chef, Sherif Hassan. Having worked with many internationally acclaimed chefs across the London restaurant circuit, such as Marco Pierre White and Terence Conran, Hassan brings bags of experience and a passion for fish cuisine.

Beginning his career as an apprentice in Turner’s, Hassan later joined as junior sous chef to Ronnie Wood’s Harrington Club. Further high profile roles continued and wishing to follow his culinary calling, Hassan moved to the fish section in Simpsons at the Savoy. From there, the chef headed up a variety of London restaurants and is now directing the flavour at Simply Fish.

The restaurant is open Wednesday-Saturday 12pm-10pm and Sunday-Tuesday 12pm-11pm, average prices are £15 for lunch and £25 for dinner including wine.

Since making their first splash in Camden, Simply Fish is now branching out- opening a new venue in St Paul’s on 13th February, whilst a third will be opened in Chiswick in the summer.

Owner, Chris Singham said:

“The reaction to Simply Fish has exceeded all our expectations.

“Customers seem to love the flexibility of being able to choose their own fish or seafood and then deciding on how they want it cooked and accompanied. Our deli offering has also been extremely well received, with time pressed Camdenites really appreciating the extended opening hours.”

Speaking on the expansion of the restaurant, Chris added:

“We are naturally aware that St Paul’s, with its weekday trading and business and tourist oriented customer base, is very different to Camden, but we believe diners will be equally receptive to what we have to offer.

“In addition, Chiswick will also be an important development, helping us grow the brand in purely residential areas.

“What is important to us at this stage is to demonstrate Simply Fish’s versatility. We are determined not to be pigeon-holed as being suitable for a particular market only.”

After the launch of the two additional restaurants next year the plan is to continue growing, throughout the capital and beyond.

414 Timber & Fencing

Established in 1998, 414 Specialist Joinery is part of the 414 Timber group providing services to a range of projects primarily within the leisure and hospitality industry. The company has completed bespoke joinery works to a number of bars, hotels, hospitals and most recently it has completed work for its first London restaurant, Simply Fish.

414 Specialist Joinery Branch Manager, Steve Burleigh said:

“Working on Simply Fish we supplied an extensive joinery package, from the flooring to skylight including folding front doors, furniture lighting and signage.

“Simply Fish was the first designer restaurant project that we have worked on, so it was very important for us to get it right. We encountered no problems and thanks to the success of this first site we are now getting ready to work on two more very similar sites.”

Steve added:

“At 414 Specialist Joinery we have been involved with many demanding projects and we pride ourselves on our versatile and thorough approach to our work.”